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EMAC 2023 Annual

Dark Tourism in Estonia: Is the Medium Still the Message?

Published: May 24, 2023


BRENT MCKENZIE, University of Guelph, Lang School of Business and Economics


Dark tourism has been defined by Stone as “the act of travel to sites associated with death, suffering and the seemingly macabre” (2006: 146). Dark tourism continues to grow in both supply and demand, as well as the number of academic and industry studies in order to advance knowledge on the topic. Dark tourism has been the focus of television programs, movies, books, and social media, as well as the more traditional tourist sites and attractions. But what impact does the medium have on the success of Dark tourism? The focus of this study applies the famous words, and works, of Canadian philosopher Marshall McLuhan, The Medium is the Message (McLuhan, 1964) within the context of Dark tourism. This research utilizes the context of Dark tourism sites within the Republic of Estonia to examine this perspective.